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Conference Papers Year : 2019

Social Media Presence & Usage in Indian Business Sector

Anushruti Vagrani
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  • PersonId : 1054641
Jenny John
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P. Vigneswara Ilavarasan
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Arpan K. Kar
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  • PersonId : 1054643

Abstract

This research aims to study the interrelated concepts of adoption & usage of social media platforms and extend the discussion towards social media engagement and usage in different business sectors in India. Firms from five industries, banking, information technology, automobiles, telecommunications, and consumer goods in the Bombay Stock Exchange 500 index were selected to study the social media engagement. For all the selected firms the social media presence data was collected from Facebook, Twitter, YouTube, LinkedIn and Instagram. The study indicates a relationship between social media engagement & year-on-year sale variance; whereas different factors affecting the predictability of variance are discussed while replicating the model of corporate social media use. The paper shares implications for marketing professionals and researchers.
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hal-02294706 , version 1 (23-09-2019)

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Anushruti Vagrani, Jenny John, P. Vigneswara Ilavarasan, Arpan K. Kar. Social Media Presence & Usage in Indian Business Sector. International Working Conference on Transfer and Diffusion of IT (TDIT), Jun 2019, Accra, Ghana. pp.457-469, ⟨10.1007/978-3-030-20671-0_31⟩. ⟨hal-02294706⟩
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